Market trends show that customers want dynamic and interactive digital experiences. Some of the highest profile consumer business successes of the moment illustrate where the larger market, including manufacturing, is headed.

For someone driving a Tesla, for example, a safety issue can trigger an automatic call to customer service where technicians can load the necessary software immediately upgrades and get the customer back on the road. Uber can deliver a taxi, private car, or ride share within minutes. Its app not only allows you to see the name, photo, and telephone number of your driver, it gives you the ability to communicate with him or her en route. At CitizenM Hotel, customers can register their preferences, including mood, lighting, and music, among ot...